Making Better Decisions Earlier

Making Better Decisions Earlier

Pixel Up UX & Design Conference (Cape Town, South Africa, 2017)

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Ron Bronson

May 09, 2017
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Transcript

  1. Making Smarter Decisions Earlier Content, Design & Blind Spots Ruining

    Products & Experiences Ron Bronson Pixel Up 2017
  2. Designing for reality.

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  5. Three kinds of myopia. Lack of long-range perspective in thinking

    or planning.
  6. Designer Myopia “...design with a nearsightedness that results in websites

    and applications that please ourselves and impress our peers but don’t meet user and business goals.” - Rian van der Merwe
  7. Marketing Myopia “A business suffers from marketing myopia when a

    company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs.” - Ted Levitt (1960)
  8. • Architects see the world differently. • The roots of

    training. • Justifying their own cognitive dissonance Architectural Myopia
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  11. We think we know our audiences?

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  13. We embed biases in products toward our imagined outcomes. This

    makes us more likely to forget about, or at least minimize, the possibility of other outcomes.
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  16. By failing to consider the people outside of our own

    set of experiences, we ignore people with the potential to expand our product use cases.
  17. Perspective influences the goal line.

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  19. What can you do?

  20. Decide your stance. “...the attitude the product takes, the personality

    it has.” -Jon Kolko (Well Designed)
  21. Take calculated risks.

  22. Ask better questions earlier.

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  24. “...the player who looks least engaged may be the most

    committed member of the group. A cynic, after all, is a passionate person who does not want to be disappointed again.” ― The Art of Possibility
  25. Highlight the constraints constructively.

  26. Focus on team composition.

  27. Communicate the value of design & content through frameworks, tools

    & metrics that resonate with your stakeholders.
  28. Test your own assumptions.

  29. www.perspective.cards

  30. Show your work.

  31. People don’t want to love your product.

  32. Ron Bronson ron@ronbronson.com @ronbronson on your twitter machine.